• by Fern Siegel , Yesterday

A GPG Index Survey found 1 in 6 women experiences pain every day. That's the stark reality behind McCann London's ad campaign "See My Pain" for Nurofen. It exposes the reality of denying women's suffering.

Nurofen is an over-the-counter medication containing ibuprofen, used for short-term pain relief.

The campaign runs across TV, digital and social. The work addresses how often women's pain is dismissed by doctors. Too often, they hear: "It's all in your head." "You're just stressed" "You’re being emotional."

The campaign also builds on insights from Nurofen’s Gender Pain Gap report that found: 1 in 2 women felt their pain was dismissed or ignored due to their gender. Such rejections delay diagnoses and leave women without help.

Nikki Hayward, category director at Nurofen, said: "Women shouldn't have to fight to be believed about their own bodies. ‘See My Pain’ exists to make the invisible visible. But this is much more than a campaign. It’s a commitment to invest in the research and training that will actually close this gap."

That’s why Nurofen is funding new research and gender-bias training for medical professionals. The goal is to improve pain diagnosis and change the approach to women's health.

McCann’s campaign cast real women living with pain conditions to capture their raw accounts of healthcare inequities. 

Mel Arrow, McCann London CEO, said: “We’re proud to partner with Nurofen on its continued mission to close the gender pain gap, shaking up an otherwise rational category with some much needed empathy and understanding."